Partnership Drives 3.4X Greater Reach, 2.5X Lower Cost Per Reach, 1.5X Higher Efficiency in Viewable Impressions, and Competitive Cost Per Qualified Visit in VIA Rail Canada (VIA Rail)'s Digital Campaign

Optable, a Software-as-a-Service (SaaS) platform focused on data management, activation, and collaboration within the advertising ecosystem, has announced a strategic partnership with The Globe and Mail and its advertising arm, Globe Media Group. This collaboration aims to enhance advertising effectiveness and revenue strategies, exemplified by a successful campaign with VIA Rail utilizing Optable’s innovative technology.

1. Enhancing Audience Targeting and Revenue Strategies

• Secure Advertising Environment: Optable and Globe Media Group are creating a secure space for advertisers to connect with The Globe’s readership, enabling enhanced audience targeting and engagement.
• Revenue Growth Initiatives: The partnership is focused on identifying opportunities for expanding readership and establishing new partnerships to drive overall revenue growth.

2. VIA Rail Campaign Success

• Data Clean Room Approach: The recent VIA Rail campaign demonstrated the effectiveness of advanced data management and collaboration technology. By utilizing a data clean room, the campaign successfully matched VIA Rail's customer data with The Globe and Mail's subscriber base.
• Targeted Segmentation: VIA Rail targeted specific traveler segments, including Lapsed Travelers, Mid-Week Travelers, and Last 3 Years Travelers, allowing Globe Media Group to craft a bespoke audience strategy.

3. Impressive Campaign Metrics

• 3.4X Greater Reach: The campaign achieved a reach that was 3.4 times greater than the general travel segment.
• 2.5X More Cost-Effective: Cost per unique reach was improved by 2.5 times, showcasing significant efficiency gains.
• 1.5X More Efficient Viewable Impressions: The cost-per-viewable impression was 1.5 times more efficient compared to traditional methods.
• Competitive Cost Per Qualified Visit: The campaign maintained a competitive cost per qualified visit to VIA Rail's website, with engagement rates exceeding expectations.

4. Client Testimonials Highlighting Success

• Insights from Optable's CSO: "Our collaboration with VIA Rail and Globe Media Group showcases the power of combining first-party data with advanced data matching technologies," said Vlad Stesin, CSO of Optable.
• Kabil Rahaman from The Globe and Mail: "Optable's technology has been invaluable in enhancing our data strategy… Their data clean room solution enabled us to securely collaborate with VIA Rail, providing unique insights and developing a highly targeted audience strategy that drove outstanding results."
• Philippe Normand from VIA Rail: "The Globe and Mail's innovative approach, enabled by Optable, significantly boosted our campaign performance."

Optable's partnership with The Globe and Mail demonstrates the transformative potential of data clean room technology in enhancing advertising strategies. By enabling secure data collaboration and precise audience targeting, this partnership not only improved campaign performance for VIA Rail but also showcases new opportunities for data-driven marketing within the travel industry.